Several Swatch stores across France were forced to shutter on Saturday, May 16, 2026, as the highly anticipated release of the Swatch x Audemars Piguet "Royal Pop" watch collection devolved into scenes of disorder. Long lines of eager buyers, some camping out overnight with chairs and umbrellas, snaked through city streets, leading to tensions and requiring police intervention in multiple locations.
The city of Lille has announced it will file a complaint against Swatch, citing public obstruction, traffic disruption, noise, and waste left by the crowds. Local officials in Lille expressed frustration, with one municipality representative stating they were "not at all warned of this event." The sale was reportedly cancelled without a rescheduled date due to an "underestimated security apparatus," according to reports.
The "Royal Pop" collection, a collaboration between the accessible Swatch brand and luxury watchmaker Audemars Piguet, features designs inspired by Audemars Piguet's iconic Royal Oak model, adapted into Swatch's signature style. The watches, priced around 400 euros, were reportedly being resold for over 2,000 euros amidst the frenzy.
Read More: Swatch Stores Close Due to Crowds for $400 Audemars Piguet Watch
Police were deployed in several cities to manage the unruly gatherings. In one instance, stores were closed for security reasons, with police equipped with riot gear seen guarding a Swatch outlet. Reports indicate altercations occurred, with some individuals allegedly receiving physical blows.
The collaboration, announced earlier in May, generated significant buzz within the horology community, raising questions about the potential impact on Audemars Piguet's luxury image. Despite the controversy surrounding the release, the event highlights a persistent cultural drive for exclusive, status-symbol products, even within the accessible market. The exact limited nature of the "Royal Pop" collection remains a point of speculation.
